CONTEXT / BACKGROUND:
Fiesta Movement agents are known for being hip and technologically savvy, and for the month of July they can add stylish to the list. July missions are centered on style and design, and agents are exploring every aspect of that theme. Whether visiting the workspace of up-and-coming designer Rebecca Turbow, finding out as much as possible about New York City’s High Line project or hanging out at Essence Festival 2009, agents will get a firsthand look at what style and design means from varying perspectives. As part of the social media initiative, 100 young trendsetters will test drive and live with a European-spec Fiesta for six months, traveling on special missions. Agents will relate their experiences through a variety of social media sites.
July mission: style and design
With 100 missions to choose from, each July mission is based on the style and design theme. Mission agents will try out fresh ideas, go to new places and experience fun adventures – all with their Fiesta. Missions include:
Throughout the mission and after its completion, agents upload content to the Fiesta Movement Web site or the social media platform of their choice. Using www.fiestamovement.com, visitors can follow the ride by accessing the live feed feature to keep current on what the agents are saying about Fiesta and their missions.
Spreading the word
After kicking off the Fiesta Movement and embarking on their first missions in May, agents created a big impression in the social media world, including:
Agents have been producing fun and entertaining content through social media to tell about their time with a Fiesta, including:
Fiesta sales success
Customer demand for the new Ford Fiesta helped boost Ford of Europe’s market share in May to 8.9 percent, up 0.2 percentage points. In May alone, 39,200 new Fiestas were sold, with more than 191,000 delivered to customers since the start of the year. Fiesta is Ford of Europe’s best-selling model year-to-date.
In Europe the Fiesta name has long been synonymous with outstanding driving quality, design and value. The all-new Fiesta will take its three-decade heritage to U.S. consumers in 2010.
“Our agents are going to rock the world of style and design. They definitely will add their own spin to the theme.”
– Connie Fontaine,
Ford brand and content alliances manager
“When you look at the numbers the agents are generating, their accomplishments are truly amazing. This program is bringing the Fiesta to life.”
– Sam De La Garza,
small car marketing manager
Follow the Fiesta Movement:
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 205,000 employees and about 90 plants worldwide, the company's automotive brands include Ford, Lincoln, Mercury and Volvo. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.ford.com.